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the new NH
Key Initiatives in 2015
sales and MARKETING
In 2015, NH Hotel Group increased the investment in targeted marketing in order to build up brand
value and gain recognition from consumers in all countries where the Company operates, by designing
campaigns that convey the quality, locations, services and experiences offered by its hotels.
NH Hotel Group Rewards
NH Hotel Group Rewards is the Company’s loyalty programme. With more than 5.4 million customers and
11 years in the market, it has consolidated as one of the strategic pillars of the Group’s value proposition.
The purpose of the programme is to reward loyal customers, ensuring that they are recognised and
improving their experience at the Group’s hotels.
Within the framework of the five-year Strategic Plan, the Company continues its commitment to
reinforcing the loyalty of its customers and has thus added the Platinum VIP category to its four
existing NH Rewards categories (Blue, Silver, Gold and Platinum). The Platinum VIP card offers exclusive
advantages to outstanding personalities of the economy, industry and society in general.
As part of the growth strategy, the NH Rewards Corporate and NH Rewards Travel Partner programmes
have also been created. These programmes focus on strategic customer segments, such as business and
travel, in order to adjust the value propositions to the peculiarities of each particular customer.
